Product. Goods and Services.
'Great companies are built
on great products.'
Elon Musk
Task 1. Listen to the girl talking about producers, consumers, goods, services and be ready to define these
terms.
https://disk.yandex.ru/i/94HaRLIXSg2Whg
Task 2. Listen to Kylie once again and fill in the table with all the examples the girl mentions in her video.
Producers of goods (5)
Producers of service (5)
Goods (13)
Services (11)
Task 3. Study the words you will need in this lesson.
https://quizlet.com/712328623/flashcards
quality of goods
tangible commodity
customer
transfer of ownership
possession
deliver
provide satisfaction of wants
amenities
ownership of services
service provider
carry out services
exchange smth. with the seller
store for future use
storage
time-bound
Task 4. Listen to some information about goods and services and say how many basic differences between
them we can mention. What options are taken for comparison?
https://disk.yandex.ru/i/93TgMT2Dr171RQ
Task 5. Listen to the information once again and put 18 characteristics into the right column.
Goods
Services
a)
b)
c)
d)
e)
f)
g)
h)
i)
1.
2.
3.
4.
5.
6.
7.
8.
It is not possible to return or exchange them once they are provided.
In their case the ownership is non-transferable.
Material items that are purchased for a price by the customers.
They are intangible items.
They and their provider are inseparable.
They can be stored for future use.
They can never remain the same.
They are amenities, benefits or facilities provided by other people.
1
9.
buyer.
10.
11.
12.
13.
14.
15.
16.
17.
18.
At the moment of purchase the consideration the ownership of goods moves from the seller to the
They are produced and consumed at the same time.
Their evaluation is difficult.
They can be distinguished from the seller.
They are tangible items.
They are time-bound and cannot be stored.
They can be returned to or exchanged with the seller.
They are produced then they are traded and finally consumed.
Their evaluation is easy.
A particular item will remain the same regarding physical characteristics and specifications.
Product Concept
Task 6. Match the words to their definitions.
https://wordwall.net/resource/30053679/prod
uct-concept-task-6
1
marketing mix
2
variable
3
4
marketing
research
target market
5
6
7
basic needs
marketer
product concept
a
the action or activity of gathering information about consumers' needs and
preferences.
b drivers of people’s actions or the wants of people for living a healthy and
stable life.
c a person or company that advertises or promotes something.
d a combination of factors that can be controlled by a company to influence
consumers to purchase its products.
e an idea for a new product.
f a particular group of consumers at which a product or service is aimed.
g an element, feature, or factor that is liable to vary or change.
Task 7. Listen to some information about the first of the four variables that shape a company's marketing
mix and answer the questions. https://disk.yandex.ru/i/muz-Kw9AQqX54Q
1.
Why must firms listen actively to the market and understand customers in their target market?
2.
What are two main types of products that can be offered to clients?
3.
Do people buy products that solve their basic needs?
4.
What are they interested in?
5.
Why do people buy a Rolex watch?
6.
What is the goal of McDonald's?
7.
What does Starbucks do?
8.
Do customers simply buy products because they satisfy their needs?
9.
What do the best products make and create?
Production
Factors and types
Task 8. Study the words you will need in this lesson.
https://quizlet.com/ru/712330613/production-factorsand-types-flash-cards/?x=1qqt
raw materials
carry out production
skilled labor
capital goods
private capital
enterprise
consumer market
demand
supply
2
unit production
batch production
continuous production
consumer durables
FMCG
assembly line production
Task 9. Watch the video about production and answer the questions.
https://disk.yandex.ru/i/M27UcFG1mk5-ZQ
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
What is production?
What kinds of production do you know?
Why is nature a very important factor for any production?
What can make a significant difference in any production?
Is money a factor of production? Why or why not?
What is money used for?
What is an enterprise?
What types of production do you know?
When is unit production observed?
When is batch production most commonly used?
What are synonyms to mass production?
What is the difference between mass production and continuous production?
Task 10. Match the types of production process to their explanations and examples. Add your own
examples.
Type of Production
Process
1
Short-term process
2
Long-term process
3
Continuous process
4
Intermediate process
Explanation and example
Your
example
a) This process is a production activity that processes raw
materials by combining them into a finished product. An example
is the car production process, where car parts are made separately,
starting from the steering wheel, frame, engine, tires, and so on.
After all the details of the car are complete, the parts of the vehicle
are then combined into one car.
b) It is a production activity that quickly and directly produces
goods or services for consumers. For example, the production of
food such as toast, fried foods, and others. In other words,
consumers tend to get goods quickly in a short time and a matter
of minutes for each production.
c) This process is a production activity that takes a long time. An
example of this process is when you plant rice in a field or build a
house. In addition, it takes a long time to make.
d) This process is a production activity that processes materials
sequentially with several stages in the process to become a
finished product. For example, factories that produce paper, sugar,
and others.
Task 11. As a factor of production, labour can be classified under 3 categories: unskilled, semi-skilled, and
skilled workers. Put the jobs into 3 categories.
Secretary, salesperson, lawyer, parking attendant, security guard, cleaner / janitor, flight attendant, fast food
worker, administrative assistant, taxi driver, doctor, sewing machine operator (semi-automatic), file clerk,
teacher, chef, construction labourer, nurse’s assistant, laundry operator, fisherman, financial advisor, call
center operator, accountant.
3
Unskilled
Unskilled
labour
is
relatively
straight
forward. It doesn’t require
any specific thought or
judgment.
Generally
speaking, they are usually
manual labour jobs or
those
that
require
repetitive work.
Semi-skilled
Semi-skilled
labour
is
slightly more advanced than
unskilled labour. It requires
more thought and attention to
detail. However, the tasks
aren’t complex with little
skill, training, or education
required. It may take a month
to learn the job. These jobs
require some level of skill,
but on a more basic level
than skilled labourers.
Skilled
Skilled labourers are required to use complex
analytical skills and make decisions. These
roles require more thought and judgment.
Such workers tend to have specific
qualifications such as degrees or professional
training.
Skilled labour requires the worker to use
cognitive reasoning, alongside problemsolving skills. In turn, these roles are more
difficult to master and tend to take the worker
longer to adapt than a semi-skilled or
unskilled worker.
Task 12. Put the words in the appropriate category.
Food, pilots, plant, students, meals for patrons, machinery, faculty, curriculum, merchandise, building,
clerks, flight attendants, servers, gymnasium, host, supervisors, store fixtures, staff, supplies, shopping carts,
customers reservations system, ticketing agents, classrooms, library, cooking equipment, customers,
dishwashers, workers, graduates, public service, patrons, managers, airplanes, auditorium, fixtures raw
materials, chefs, maintenance crews, finished products for consumers and other firms, staff, ground facilities,
buildings, groceries for customers, movement of customers and freight, furniture.
Converting Inputs to Outputs
Input
Type of Organization
Airline
Grocery store
High school
Manufacturer
Restaurant
Output
Task 13. Watch the video about how Toyota changed the way things are made and say what these proper
names, numbers or figures mean. https://disk.yandex.ru/i/Xq-QKvMyNzksyQ
10 million, the Second, Sakichi Toyoda, Kiichiro Toyoda, 1937, the early fifties, Piggly Wiggly, 1962, one
million, 1972, ten million, 1.6, 250 million.
Task 14. Make up 3 positive sentences (+), 3 negative sentences (-), 3 general questions (?) and 3 special
questions (sp. ?) with the Present Simple passive of the verbs.
build
produce
carry out
make
sell
use
buy
design
deliver
grow
make from
pay
Task 15. Open the brackets. Use the right form of the verbs.
The Present Day Food Industry
The assortment of products of the food enterprises is a wide and varied one. Bread and macaroni,
meat and fish products, milk and butter, canned foods and vitamins, sugar and sweets, tea and coffee, beer
and wine and dozens and hundreds of other items 1. (produce) at the food mills and factories of the country.
The technological processes and methods of treating raw materials 2. (be) wide and varied. The food
enterprises 3. (use) heat and refrigeration, high pressure and deep vacuum, electric energy and radiation.
While mechanical methods 4. (prevail) at some enterprises, invisible chemists 5. (work) at others microorganisms and enzymes. They 6. (use) at such enterprises which 7. (base) on fermentation: breadbaking, production of beer, vinegar, wine.
The food industry 8. (produce) such foods that 9. (look and taste) like meat but 10. (make) from
4
soyabean proteins. If soyabean proteins 11. (dissolve) in alkali they 12. (form) a sticky liquid. This liquid
13. (may, extrud) through tiny holes and then recoagulated in an acid bath in the form of fibers. The fibers
then 14. (can, spin) into ropes with texture approaching the fibrous texture of chicken or beef muscle tissue.
The fabricated tissue then 15. (can, interlace) with fats, food flavouring and food colours. Products are
almost indistinguishable from chicken meat, fish, ham or beef. The products also 16. (may, dehydrate,
compress or otherwise process).
Placing orders & order taking
Order taking over the phone is the preferred choice by customers. As human interaction is important in
the buying experience, talking to a well-spoken live agent may enhance the buying process to a degree
that is profitable to both buyer and seller.
Task 16. Watch and listen to the agent from the Order Taking Call-centre and write down the information
about the order. https://disk.yandex.ru/i/ezBy9T7YBRJeVA
Consumer’s name
Home
or
office
number
E-mail address
Shipping address
Product
Time of delivery
Task 17. Listen to Anna, Denise, and Tom from the Tip Top Trading offices (as well as a narrator). Answer
the questions.
1. Why does the narrator think that Anna is behaving strangely?
2. Why doesn’t Anna want to answer the phone?
3. Who takes a message instead of Anna?
4. What does Mr Lime want?
5. How many boxes does Anna order?
6. How and why does Anna confirm Mr Lime he can have his boxes?
Task 18. Listen to the track once again and write down the phrases you need to place an order for something.
Nowadays with the boom in methods of communication, many of us don’t prefer writing letters. However,
formal letters are still in vogue. One of the most commonly written formal letters is a letter for placing an
order. The letter for placing an order is brief and accurate. It is up to the point and does not contain any extra
details.
Extra information https://bestlettertemplate.com/letter-for-placing-order/
Task 19. Read the text below and write a word from the box to fill each of the gaps.
charges (2)
insured
cost
irrevocable
credit (2)
letter
place
premium
documentary
pro-forma
forwarders
shipped
Selling your goods overseas is never as simple as selling them at home. But the exporter has plenty
of professional help to call on. The business of transporting the goods is usually entrusted to a firm of
freight 1. …….. . They will arrange for the goods to be 2. ……. by sea or by air and for all
freight 3. ............. to be paid. They handle all the necessary documentation and arrange for the shipment to be
4. ................... against all risks.
Banks also offer many services which make life easier and more secure for exporters and importers.
Among these are 5.......................... credits, which facilitate payment. Suppose your overseas customer says
that he wishes to 6. ………. an order with you. You calculate the total 7 ............. of the goods, add on the
insurance 8. ………… (fixed by the insurance company) and freight 9. ………. (fixed by the freight
forwarder), and send him a 10. ………………. invoice. He instructs his bank to open a 11. ................ in your
favour for the amount of the invoice and to inform your bank, who in turn will advise you of the details.
The 12. ……………. of 13. . ………… (L/C for short) is normally 14. …………… that is, the customer
cannot recall or cancel it.
5
Problems with orders
Task 20. Listen to 2 people discussing some problem with the order and be ready to complete the notes
with the correct information.
https://disk.yandex.ru/d/8fc1y4NBc-Y4Og
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
The woman, Luisa Dominguez, is ringing a
office.
She is ringing from
(country).
Her problem concerns a
order.
The order number is
.
It's for
printers.
The problem is that only
have arrived.
The man is
to hear that.
Luisa is afraid it's the
time it has happened.
She says they’ve received an incomplete
.
And nobody told them there would only be
.
The man thinks it was probably an
mistake.
According to Luisa, they need the other three printers
.
Delays are causing them problems with their
.
They are rather
.
At the moment the man’s company has some
problems.
Luisa needs to know a
date - it's very urgent.
The man can promise her a despatch next
.
It’s not good for Luisa as they need despatch
.
According to the man that's not
.
But he assures the woman they'll despatch on
.
Luisa agrees to it but asks him to send an email to
that.
The man promises to do it and apologises for the
.
Task 21. Lee Santana is a telecommunications equipment retailer from Los Angeles. Listen to the recording
of a conversation he has with a supplier, Yoshinaga Takafumi. He works for AKA Company, a Japanese
telephone systems manufacturer.
a) Identify the problem and the suggested solution.
b) Could you suggest another solution?
Task 22. Listen to the conversation once again and be ready to complete the notes with the
correct information.
YOSHINAGA: Hello, Mr Santana. How are you today?
SANTANA: Very well, thank you.
YOSHINAGA: What 1.
?
SANTANA: Well, unfortunately there's a problem with the order we received from you 2.
. It
seems we haven't received the 3.
to support the HT telephone system. We sent the supplies to our
4.
, but several of them have called to say that there are 5.
enclosed.
YOSHINAGA: Oh dear. That's bad news. I am very sorry to hear that. And you don't know how many 6.
are without manuals?
SANTANA: No, because we haven't opened every pack. But in several of those that have been opened, there
are none - no manuals.
YOSHINAGA: SO ... some of them have them. But ... er ... I'm very sorry about this 7.
to you, Mr
Santana. Listen, can I suggest the 8.
- if it's okay with you? Of course, if you prefer a 9.
we can do that, too, but let me suggest something.
SANTANA: Right, what do you suggest we do?
YOSHINAGA: Well, if you send us the address of 10.
you have distributed the phones to, we'll
send out the manuals this afternoon by Fastair, entirely 11.
and the manuals should arrive tomorrow
or the next day at the latest.
SANTANA: All of them?
YOSHINAGA: Yes ... it may be that some have them already, but we cannot be sure who - so the best thing
is to send out a manual for 12.
.
SANTANA: Yes, yes, I see. That would be the best thing. OK, Mr Yoshinaga, I'll do that. I’ll mail you the
13. _____ we've sent the ... the ...er. .. packages to and leave it to you to resolve the problem of the
6
manuals.
YOSHINAGA: Okay, thank you. And please accept our 14. , this……this mix-up. I assure you we’ll do
everything possible to find out why the mistake happened.
SANTANA: Fine, thanks for your 15________
YOSHINAGA: Not at all. Thank you and goodbye for now. Do call if there is anything else.
SANTANA: Alright, thank you. Goodbye, Mr Yoshinaga.
YOSHINAGA: Goodbye.
Word list
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
amenities
assembly line production
basic needs
batch production
capital goods
carry out production
carry out services
consumer
consumer durables
consumer market
continuous production
customer
deliver
demand
enterprise
exchange smth. with the seller
facilitate payment
freight charges
freight forwarder
insure against all risks
intangible activities
letter of credit
marketer
marketing mix
25.
26.
27.
28.
29.
30.
31.
32.
33.
34.
35.
36.
37.
38.
39.
40.
41.
42.
43.
44.
45.
46.
47.
7
marketing research
ownership of services
place an order with
possession
private capital
pro-forma invoice
producer
product concept
provide satisfaction of wants
quality of goods
raw materials
service provider
skilled labor
storage
store for future use
supply
take a message
tangible commodity
target market
time-bound
transfer of ownership
unit production
variable